ABSTRACT

Cause Related Marketing is a marketing function in which an organization identifies the

needs and wants of its target market and then aligns the marketing activities of the
organization in such a manner that their marketing efforts are socially responsible. It thereby
helps the organization in gaining the trust of the society and having an image of a socially
responsible organization while still remaining profitable. Cause Related Marketing
emphasizes on social responsibility, public welfare and sustainable development in the long
run. Social responsibility is a concept which states that the business is part of the larger
society in which it exists and must therefore act in a way that not only involves advancement
of the firm but also serves the society. Cause Related marketing integrates this concept of
social responsibility into commercial marketing strategies.
Corporations in the twenty-first century are increasingly concerned about managing societal
issues in marketing in order to benefit key stakeholder interests, particularly customer groups.
Under Cause Related Marketing, companies are making a proactive effort to give back to the
society. In this process, a large number of companies have achieved notable sales and profit
gains by adopting and practicing Cause Related Marketing.
This paper aims to analyse the impact of Cause Related Marketing initiatives on consumer
attitudes towards corporate image and purchase intention in Kolkata.

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